- Classify and segment leads while sharing personalized messages
- Tourism promotion example to collect user-generated content and promote destinations
- Tourism promotion example: Launch a Photo Contest to promote travel to a destination
- Reinforce social media presence with Instagram Photo Contests
- Social media giveaways to increase brand and product awareness
- Reward customers’ creativity while doing tourism promotion
The tourist industry offers a wider range of holidays than ever before, and is continually seeking out newly-emerging or potential niche consumer groups, such as:
- Amusement and theme-park related tourism
- Sustainable tourism
- Rural tourism (gaining a lot of ground in recent years)
- Adventure tourism (canoeing, cycling, climbing, skydiving, etc.)
- Health or relaxation tourism
- Gastronomic tourism
- LGBT tourism
- Sports tourism (golf, nautical, ski and winter tourism)
To this list we could add many alternatives which have arisen as a consequence of the drive towards diversification and whose objective is to attract tourism to specific destinations via a variety of methods.
The same thing happens with campaigns to promote tourism. Digital marketing and, above all, social networks are important channels in tourism marketing.
At Easypromos we see creative and successful actions every day – campaigns that are focused on promoting tourist destinations. And so, we’d like to share some of these with you below.
Classify and segment leads while sharing personalized messages
We all respond better to ads that are personalized to our likes and preferences, we’re all more likely to read an email that starts by saying “Hello…” followed by your name.
But email marketing is not the only way to share personalized messages with your audience. Here’s an example of TravelUp, a UK-based travel agency that launched a Personality Quiz with one main objective: to persuade their audience to book holidays.
Participants answered a series of questions about their traveling preferences. After submitting their responses each participant saw a personalized message with a recommendation for their next travel destination.
If you’re looking to increase sales and decide to launch a Personality Quiz, then sharing discount coupons would be a great idea. It would tap into customers’ loyalty and encourage them to book their vacation with you.
Tourism promotion example to collect user-generated content and promote destinations
Video contests that permit users to upload videos they’ve created themselves are very popular. They offer the chance to combine both image and sound, and they elicit a high level of involvement from fans, increasing the overall brand engagement. Brand followers create their videos and share them across social media channels, automatically becoming new brand ambassadors. By submitting their entry they normally fill in a registration form and opt-in for emails meaning that they happily become subscribers to a hotel, or to a specific destination. In this example of promoting a tourist spot, the proposal was for users to upload a video of their best experience in Seville.
The main purpose of the Video Contest was to collect user-generated content and use it to promote Seville, as UGC is known as the most authentic content brands can share on social media; online communities prefer to see pictures and videos from real customers rather than standard promotional content.
Tourism promotion example: Launch a Photo Contest to promote travel to a destination
Just like Video Contests, Photo Contests are a fantastic way to collect user-generated content and engage online communities to promote a tourist spot. A photo competition around tourist destinations is always a great idea, simply because we all snap hundreds of pictures whenever we go away. The We Love Siem Reap photo contest is an independently organized contest to help promote Siem Reap as a must-go-to travel destination. The pandemic affected the entire world, and this Cambodian region was hit particularly hard.
The objective of the contest as to collect UCG to show its beauty to the world and motivate international tourism to visit the area. The contest was divided into six different categories with a winner for each plus an overall winner and over $4,000 worth of prizes to distribute among all winners.
As an organizer, it is entirely up to you to decide who the winners will be chosen. By popular vote, by a jury, or a combination of both. Additionally, you can configure the promotion so that every entry and even voters are included in a random final prize draw.
Reinforce social media presence with Instagram Photo Contests
Social media is where your customers are. And that’s the reason why tourism marketing should also focus on social media channels a means to promote a tourist spot.
The following example is of a Photo Contest organized by the town of Manises, Valencia in Spain. The town holds a traditional pottery festival every year and was looking to attract and engage visitor. To do so, the organizers opted for a Mention + Hashtag Contest.
In order to participate, the Instagram users upload pictures of their visits to the pottery festival. In the description, they mentioned the @visitamanises and #FestaCeramica22. All entries were then displayed in a public gallery and the winners won a meal at a local restaurant.
Social media giveaways to increase brand and product awareness
This example has been much talked about and given as an example by many digital marketing professionals and specialists in social networks, for its efficiency and virality, and because it has been repeated various times and is a landmark in promotions of this type. The airline company Vueling, using the Instant Win application, raffles 100 flights to their principal destinations with the aim of promoting them among their customers. The result has always been a success, in terms of the level of virality achieved and the element of fun provided, as well as in the increase in the number of fans and achievement of the set objective: promoting a service.
Watch the promotional video that was disseminated to create some buzz around Vueling Day.
Learn how a digital prize calendar promotion that started as a way to cope with the Covid-19 pandemic impact on tourism, eventually became a holiday tradition in the town of Leavenworth, Washington USA.
Reward customers’ creativity while doing tourism promotion
La Ruta del Vino Rueda is an association that aims to promote Enotourism in this Spanish Denomination of Origin wine-producing region. As part of their promotion campaign, and due to the success of the first edition, the association launched its fourth annual short story writing contest and featured it on the its official website. The participating stories have to revolve around wine. The first, second, and third places will be chosen by a jury and will be awarded cash prizes. Finally, a fourth winner will be chosen by popular vote with a prize consisting of an enotourism weekend getaway.
We hope you find these ideas useful and inspiring for your next tourism promotion campaign. An as always, if you need further information or have any questions, don’t hesitate to Online Chat with us!
